u The Mushroom Council, San Jose, Calif., has kicked its “blendability” program into high gear with the arrival of the summer grilling season, said Kathleen Preis, marketing coordinator.
The council has partnered with Top Chef All-Stars winner Richard Blais, who will create a Blendability Burger — a blend of mushrooms and beef — at his Atlanta restaurant, Flip Burger Boutique.
The council will conduct national and local media outreach during the summer to promote the partnership.
The council also has been working with Epic Burger, a Chicago-area burger chain.
“They recently launched a Mushroom Monday campaign to correlate with Meatless Monday,” Preis said.
The chain is offering 20% off portabella burgers, and the Mushroom Council is spreading the word about the promotion with in-store merchandising, giveaways, server incentives and social media.
u The U.S. Highbush Blueberry Council, Folsom, Calif., is promoting blueberries this summer with ads geared toward foodservice in magazines and on the Web, said spokeswoman Kathy Blake. Web ads will include a link to the council’s website — blueberry.org — where chefs or those making menu decisions can enter to win an iPad mini through September.
The foodservice section of the site features recipes and a kit for campus promotions. The council also has a new foodservice blog — Dynamo Digest — on its website. The blog isn’t limited to blueberries, Blake said.
“It’s what’s going on in the foodservice world now.”
In June, the council invited 16 chefs from hotels, large campuses, the employee dining industry and Disney to the Culinary Institute of America’s Greystone campus in St. Helena, Calif., for a two-and-a-half-day workshop, and the council is expanding its foodservice efforts into Mexico with a presence at the Gourmet Show in Mexico City, she said.